ACT Broadband revamps to ACT Fibernet

ACT Broadband, now ACT Fibernet, the fourth largest internet service provider in the country, undertook a high decibel, three-month OOH campaign to promote the company's new brand identity. The campaign, executed in Bangalore, Chennai and Hyderabad, is designed to introduce the new brand name to consumers, and also to project the 'fastest' internet service that the company offers to users.

The campaign has been deployed on various properties available in different cities that include hoardings, bqs, Metro pillars and BMTC bus panels in Bangalore. While selecting the locations, the brand selected only high-impact and large format properties to ensure maximum visibility for the new brand and the new portfolio launch. The company maintains that the objective was to make each and every household in the target cities aware of the ACT Fibernet brand through one media or the other.

Commenting on the OOH campaign, Bala Malladi, CEO, ACT Group, said, "OOH is part of a 360 degree campaign that we are executing to announce the launch of our new brand - ACT Fibernet. The campaign has been designed keeping in mind two key objectives - to announce the brand change from ACT Broadband to ACT Fibernet and to establish the positioning of the new brand, which is "incredibly fast" internet. Lending further credibility to the brand positioning and the messaging is our newly launched portfolio of incredibly high speed plans in the range of 20 to 80 Mbps."

With an aim to break the clutter, the activations have been rolled out in extremely novel and unique ways. The key touch-points covered as part of the activation engage college students, working professionals at corporate parks and shoppers at malls. Another unique feature of the activations was the digital integration which amplified the participation and overall effect of the campaign multi-fold.